The Restaurant Press Kit - What it is and why you need it

You want the media to publish favorable articles and broadcast positive stories about your restaurant, so it makes sense that you should do everything you can to make it easy for reporters to gather all the information they need. Your secret weapon? The press kit. A restaurant press kit, which is also called a media kit, is a printed and/or online packet of information that helps reporters write accurate stories. Simply put, the restaurant press kit is like a resume for your company. It contains a collection of company information and articles designed to inform the media, investors, potential clients and others. Your restaurant press kit should grab the reader's attention, make a lasting impression and stimulate interest – such as moving a reporter to write a story. Restaurant press kits aren't just for Fortune 500 companies. Whether you are a start-up restaurant a franchise – no matter how large or small your company is - you need a press kit. Media kits help reporters save time and improve accuracy because all the information they need is right there in one place. Sometimes, when reporters are on deadline, they will copy paragraphs, articles and press releases you have prepared word for word – which reinforces the value and importance of a thorough press kit. Media kits also show that you are media savvy and understand how the news game is played. And they can be used for more than just media relations. You can incorporate them as marketing materials to share with potential guests and customers.

What's in a Restaurant Press Kit?

There are many items that can go into a press or media kit, depending on the situation, the audience or the use. After all, press kits can be used for potential investors, franchisees, vendors and other business associates as well as for the media. A press kit should be comprehensive, but that does not mean every promotional item or piece of marketing collateral ever produced by a restaurant should not be included. Be respective of your readers’ time and include information that is current and most relevant to them.

Restaurant press kits should include a mixture of the following:

Letter of introduction:
Also called a pitch letter, this is the first impression a reporter of reader will get. The pitch letter should describe why your company is newsworthy and attractive. Include a table of contents or a short description of the items enclosed in the actual restaurant press kit. Let reporters know that key team members are available for interviews. Of course, the letter should also include all contact information.

Information on the company:
This includes a company history, a company profile, and bio sheets of your key staff members, including the CEO, managers and chefs. Recent press publications and articles: Copies of articles that have been written about your restaurant is appropriate for a press kit. After all, what other media members have done will interest your current media targets. This includes story reprints and printouts of online press that a company might have received. For online press kits, you can post links to the stories.

Press releases:
An archive of current and past press releases is important and often serves as a source for story ideas. Audio and video files of radio or TV interviews, speeches, performances and any other media-covered event: This is especially ideal for online press kits.

Financial information:
Since restaurant press kits are used for investors as well, financial statements and additional investor-related news is very appropriate for the press kit. List of frequently asked questions (FAQ): This helps the editor determine what questions to ask you in an interview or what to include in the article.

Other items to include:
• Nonprofit and community-service involvement
• Recent awards
• Photos and camera-ready logos
• Information on upcoming promotions and special events
• Columns and features written by your key staff members
• Feature article material, such as articles written by company officers or senior management

Getting your restaurant press kit noticed is the key to publicity. Remember, getting attention is important not only with audiences, but also with editors. Online press kits are growing in popularity because of their accessibility and cost-effectiveness. Your press kit does not have to be fancy. Those requesting media kits just want information – not glitz. Just be sure the restaurant press kit is thorough and includes items that will help make a reporter’s job easier when writing about your restaurant.